大陸旅客來臺觀光重遊意願分析－－從權益保障認知觀點

The Study on Relationship of China Tourist's Tourism between Rights Cognition and Revisiting Willingness Analysis in Taiwan

本文目的在籍由大陸觀光客來台旅遊動機、旅遊體驗滿意度、權益保障與重遊意願之分析，探討其因果關係，作為未來全面開放大陸觀光時相關權益保障、重遊意願與制度措施上之參考建議。本文以大陸人士來台旅遊者進行問卷訪談，總計發放380份問卷，回收346份，有效問卷回收率91.1%，以描述性統計、信度分析及線性結構方程式(LISREL)等方法進行資料分析結果如下：受訪者之旅遊動機與滿意度、權益認知與滿意度，及滿意度與重遊意願皆有正向關係，唯大陸旅客來台觀光之旅遊動機與重遊意願，以及權益認知與重遊意願，僅透過滿意度達到間接關係。

The purpose of this paper is to make researches into current status of the travel motivation; satisfaction of travel experience; rights and revisiting willingness for the visitors coming from China to visit Taiwan and investigate the relation of variables. The population of this research is based on the visitors of China who meet the requirement of visitors of China who is qualified to come to Taiwan to visit, the questionnaire was sampled and investigated in Taiwan by stratified sampling. Subjects for this study consisted of 346. We analyzed by descriptive statistics, reliability analysis and structural equation modeling (SEM). The conclusion of the research is summarized as follows. The travel motivation and satisfaction, rights and satisfaction, satisfaction and revisiting willingness of visitors of China affect together positively and directly, only travel motivation and revisiting willingness, rights and revisiting willingness affect together positively and indirectly by way of media variable satisfaction as well.